Carlsberg has positioned its Somersby cider as an antidote to some of the challenges of modern life in the brand’s latest advertising campaign.
The push, titled ‘Time out from the Bullshit’, breaks this week and comprises presence on TV, video-on-demand, out-of-home, digital and social media and backed by point of sale. The concept, fronted by a new character called Mr Somersby, sees the cider as a drink worth enjoying when taking a break from the likes of an AI life coach (below) and a wellness Tok-Tokker.
Activity will also extend to include Somersby Zero, which was released in February.
“This new platform positions the brand as a necessary, joyous disruption in a world of manufactured perfection,” said the group’s global VP, Laurent Cayet. “By leaning into its inherent optimism with a sharper, bolder visual language, we’re ensuring that Somersby doesn’t just participate in culture, it helps define its pace.
“Somersby is elevating its positioning to be more agile, more disruptive and more emotionally connected than ever before.”
In results from the three months to the end of March, announced in late April, Carlsberg saw volumes from its ‘beyond beer’ portfolio, which includes Somersby, decline by 2% on the corresponding quarter in 2025. Despite the slip, group sales in Q1 increased by 3.6%.
